Gatorade enlists Kendrick Lamar to help keep its sports drink lead

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Rapper Kendrick Lamar will headline one of the biggest marketing campaigns ever for Gatorade, as owner PepsiCo Inc. looks to defend its lead in the increasingly competitive sports drink category.

The campaign, set to be announced on Friday, features the Grammy- and Pulitzer Prize-winning artist and an assortment of Gatorade athletes such as Caitlin Clark, Luka Doncic, Jayson Tatum, A’ja Wilson and Shedeur Sanders. Ads will debut during the National Basketball Association playoffs this weekend, with more marketing being prepared for sporting events like Major League Baseball’s All-Star game and the National Football League’s draft.

Gatorade is the top US sports drink by a wide margin with about 62% market share, according to Beverage Daily. But many sports drink brands have invaded the industry in recent years.

Rival Coca-Cola Co.’s established brands Bodyarmor and Powerade are signing sports stars while newcomers like Unilever PLC’s Liquid IV and influencer Logan Paul’s Prime snag market share. Bodyarmor unveiled its own ad campaign with athletes including Joe Burrow and Connor McDavid on Thursday.

“The sports drink category is at an inflection point,” said Anuj Bhasin, Gatorade’s chief brand officer. He’s concerned that amid all the new entrants, shoppers have forgotten that “sports drinks are a scientifically superior solution” that aim to improve athletic performance.

It’s the largest celebrity brand campaign in Gatorade’s history and Lamar’s involvement will be the first time a musician is featured in Gatorade ads, Bhasin said. Financial terms weren’t disclosed.

Lamar’s profile has skyrocketed over the past year with several number one hits and a halftime performance at the NFL’s Super Bowl in February. He has worked with brands like Nike Inc. and American Express Co, and will begin a national concert tour in Minnesota on Saturday.

“Hip-hop culture is a big part of sport culture,” said Bhasin. “This is where we’re working to make shifts in how to interact with Gen Z.”